And there's no mention of Google Home smart speakers, just that the voice stylist will take the form of a smartphone app with an "exclusive human voice" to make it feel more personal. H&M also says the Home Stylist will be able to help you with ideas and suggestions for every room of the house and that it will be available in "selected markets" soon.

The idea is similar to what we've seen from Amazon's Echo Look, its voice controlled camera and style assistant that focuses on fashion. And with what looks to be an eye on style and images, any products or photoshoots displayed on the smartphone screen could at some point work via Google Assistant powered smart displays, due this summer.

H&M is also experimenting with augmented reality via its Monki brand. It's working with HoloMe to let customers view H&M garments as 3D holograms when they're online shopping at home - just nine outfits to start with.

‚ÄúThe two cases we are testing are illustrations of cutting edge technology in our field. We are really excited and proud to soon release our first voice stylist for H&M Home and to be able to explore a world with a unique Hologram/Augmented Reality experience for the Monki customer," said Elin Frendberg, head of business development at H&M Group.